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Nudging Elderly Consumers Toward Sustainable Last-Mile Delivery Choices

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Jacopo Ballerini

    (Università di Torino
    Vrije Universiteit Amsterdam)

  • Alberto Ferraris

    (Università di Torino)

  • Rebecca Pera

    (Università di Torino)

Abstract

This paper delves into the nuanced impact of nudging techniques on sustainable consumption preferences among different age groups in the context of online shopping. Analyzing a randomized control trial with four distinct treatments, this explorative investigation reveals elderly consumers respond significantly only to a preselected click-and-collect nudging treatment, displaying non-significant changing behavior to information-based nudges. We postulate that decision-making fatigue, exacerbated by low internet literacy among the elderly population, may underpin this disparity. The results highlight the need for further empirical investigation on the subject to provide tailored nudging strategies fostering sustainable choices across diverse age demographics, recognizing the importance of individualized approaches based on generational characteristics.

Suggested Citation

  • Jacopo Ballerini & Alberto Ferraris & Rebecca Pera, 2024. "Nudging Elderly Consumers Toward Sustainable Last-Mile Delivery Choices," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez & Philipp Brüggemann (ed.), Advances in Digital Marketing and eCommerce, pages 294-299, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-62135-2_28
    DOI: 10.1007/978-3-031-62135-2_28
    as

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